Posts Tagged ‘
Viewability ’

The digital media and advertising landscape is staggeringly complex. In the milliseconds it takes for a web page to load, dozens of companies you probably have never heard of are bidding in a furious auction to serve you an ad. And that’s just one area: programmatic advertising. The investment bank LUMA Partners, the company known

In the world of digital media, marketers are increasingly paying only for ad placements that Web surfers can actually see. Yahoo is the latest major online ad company to offer that functionality, with a product it calls Yahoo Prime View. Yahoo’s offering is simple — it uses technology to detect whether an ad appears on

UK trade bodies representing advertisers, publishers and the ad tech sector have laid down guidelines on viewable ad impressions in a move designed to introduce viewability as a media trading standard for the first time. The IAB, as of 15 of April, 2014; published standards stating that 50% of pixels must be in the viewable

In August, Google announced that it had received MRC accreditation for its Active View product to measure impressions by viewability. The company then stated that it would be building in viewable impressions bidding into all of its display ad targeting products. In a significant move (curiously made without fanfare) Google has now rolled out CPM

There’s been a lot of attention paid lately to the fact that a lot of online ads going unseen, and with it, the assumption about what parts of a Web page are most valuable. Chartbeat analyzed 25 million user sessions across the Web and turned up some interesting findings. Despite what many advertisers may think,

Viewability has been a trending topic in the online ad space this year, particularly as brand marketers and large publishers vent their ever-present impatience with the lack of metrics for advertising that’s more about creating affinity than direct-response clicks and conversions. In April, Google’s viewable-impression metric, Active View, got the approval of the Media Ratings

At least two percent of the ad inventory we are currently tracking across US display ad exchanges is hidden. How are Display Ads Hidden? The traditional approach to hiding display ad impressions involves hiding the impressions (and potentially entire webpages containing display ads) within 0x0px iframes included within pornographic websites. An alternative approach involves setting the

The growth of Real-Time Bidding (RTB) has created a paradox for those trying to root out ad quality issues of all kinds. On the one hand, the rise of viewability measurement and the relatively small number of scaled RTB marketplaces has made it easier to identify and police worthless impressions. But it’s also easier for

Display ad exchanges have traditionally set out to solve a particular pain for advertisers: fragmented access to display ad inventory. Exchanges allow advertisers to buy ad inventory from a single source, an ad exchange, rather than engaging independently with each of the disparate underlying ad networks and publishers. Until now the onus of selecting the

The 35-minute power outage at Sunday’s Super Bowl XLVII caused consternation for CBS, the network that broadcast the game. For advertisers, the outcome was mixed, as some lost exposure and at least three fast-acting marketers were able to use Twitter to capture some attention. Looking at it in the context of viewability — which has

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